After more than 15 years as a graphic artist and with extensive experience in the design of both printed and digital media, I have mastered a minimalistic approach, focused on simplicity and functionality in presenting a message.
The love for design and typography has followed me for longer than I can remember. When I was 10 years old wished for Letraset rub on letters for Christmas and when I was 14 I finally decided to become an art director. In collage i studied pre press technique and typography and I started my first design company designing graphic profiles and marketing material for clients at the age of 17. I embrace the classic craftsmanship that I got in school and are still using the graphic measurement system based on Cicero and Points when designing printed material.
In the late nineties my passion for technology led me into designing for the web, applying my design skills into multiple channels. Today I focus more and more on art direction and interaction design but still love to loose myself into pixels and letters and everything else that has to do with it.
I firmly believe that when it comes to design of interactive systems the aesthetic qualities can not be separated from the technology or the interaction design. In order to produce a tight concept these aspects will need do be addressed simultaneously. When I an asked to perform this kind of design work I usually start with the interaction design then detailing the appearance step by step in an iterative process.
We at Box Experience’s wanted to improve our web site. Our web agency called in interaction designer and usability expert Mårten Angner to conduct an eye tracking study on our site. The study fully confirmed our suspicions about usability problems and provided valuable insight into how our customer’s think. Mårten presented clear directions on how to take our site to the next level. Almost like a how-to-guide, created exclusively for us!
I was asked to join the team at Merajobb, the collective job site for three of Sweden’s largest newspapers, to completely redesign their site. My role was to lead, analyze user needs, create a site concept and make sure no greatness was lost in the process. The team, consisting of the developers at HR north, designer Jonas Björkman from The Art of job and I completed the project in record speed. 
Cloud Nine is one of Sweden’s largest independent provider of web solutions. The company has been around since 1999 and apparently they know how the web works. It was therefore quite the honor to be asked to hold a seminar about my sketching techniques in regards on how to not to rush to finished designs before knowing if the functions are as optimal as they can be. The Creative Director Martin Bystedt was quite happy with the seminar and has found use of the technique in the work:
We at NetRelations can absolutely recommend Mårten’s course in sketching technique. This intensive seminar has made an immediate impact on all our staff. Our drawing skills improved instantly and with it came a new and more inspiring approach to both the way we discuss internally to how we communicate with our clients. Almost like creativity-in-a-box!
In an Eye tracking study I conducted for Ginza, users had a hard time getting through the payment process. I was asked to completely redesign the complete check out process. The final solution when published reduced the customer care issues drastically and resulted in an 18% increase in invoice payments, and an over all increase of the payment conversion rate by almost 2%.
Rebtel, the exciting international telecom operator, asked me to make a full scale usage test using eye tracking on their public web site, sign up, and their customer self service area. The eye tracking test immediately brought some totally unexpected errors in the service to Rebtel’s attention as well as provided a solid ground for the strategic design and development decisions in the future.
Ginza is one of Sweden’s foremost media mail-order and e-commerce companies. As a part of the effort to improve their user experience, I was asked to conduct an Eye tracking study on their current site. Although the results were somewhat shocking to Ginza, they were very pleased that their weak points could be addressed immediately. In this post I explain more about how the test was conducted and will also share with you some of the results.
It is now exactly one year since I created the first conceptual sketches for this site. This seemingly simple project was one of the most challenging projects I have ever completed. The site really forced me to use all the methods I have normally use in my projects for clients and have consumed an unbelievable amount of effort to make it perfect in every respect. Here is the story of how it was created.
We at Creuna decided to ask Mårten to give his sketching technique workshop for our design team consisting of both Graphic designers and Interaction designers. What we did not anticipate was exactly how profound effect this little two hour workshop had on our daily design practices!
I was asked by Holiday Autos to help them improve their the web based ordering system for rental cars. I worked closely with the internal development team evaluating the existing solution, and designing a new one. The end result turned out to be a great success when tested on users. The time needed to complete the order was reduced to as little as one third.